Develops skills in the structuring of consumer-oriented strategies in a digital world that responds to the challenges of the current market.
Granting title:
Master in Global Marketing
2 years (4 semesters, 52 credits)
$ 29,952,000
(Click to see financing options and rate conditions)
SNIES: 104161, Res. No. 532 of the Mineducación – 9/01/15, validity 9/01/22. Place of development: Bogotá D.C., Cundinamarca, Colombia, South America.

Among the international mobility options that the EAN University offers, students of this program can access:

Short-term academic missions to several countries, in order to approve credits.
Obtaining international certifications.
Improvement of a second or third language.


At the end of the Master in Global Marketing you will have these skills and knowledge:

You direct the implementation of marketing strategies and tactics, aimed at competing in global markets.
You detect opportunities in global markets that offer competitive advantages to local industries.
You build competitive business scenarios, through innovation models, for products and services in global cultural contexts.
Evaluate viable financial models in the face of international expansion scenarios.
You analyze other organizations and their environment, to promote strategic decision-making based on results and objective evidence, which consolidate the business positioning.
Develops entrepreneurial and intra-entrepreneurship skills.

Performance area:

Director of integrated marketing communications
Director of strategic projects of brand, product, communication and marketing.
Leader of processes in the development and innovation of products and services.
Director of market research projects and studies of national and international consumer behavior.

Technological requirements
What do I need to complete a virtual career?

Laptop with:

Internet connection equal to or greater than 5MB

I2 Duo Processor or Superior

RAM 2GB or more

Hard Disk of 80GB or more

ADM Turion or higher

Operating system Windows 7 or higher, OS 10.6 or Linux Ubuntu 11.10

For your classes you must have:


Microphone and speaker headphones with microphone

Acrobat Reader, Flash Player, Shockwave Player, JAVA in its latest version

Word, Excel and Power Point

study plan
(52 Credits)

Nuclear Study Units (27 Credits)
The units that make up the nuclear training block are focused on the mastery of the theoretical principles and postulates that constitute the essence of processes and productivity, and their transfer and application in business activities to take advantage of opportunities and meet the needs of the productive environment of organizations; In addition, these study units enable the development of the core competencies of the master’s degree. The block is composed of 9 study units of three (3) credits each, which corresponds to twenty-seven (27) structured credits around the themes presented below.

Strategic Marketing Management (3 credits)
It addresses the process for the development of customer-oriented marketing strategies and the construction of marketing plans that allow the alignment of organizations with their internal and external environments, to strengthen and capitalize on the opportunities that exist in global markets.
International Negotiation and Intercultural Protocols (3 credits)
Identify and use the negotiation models and the various intercultural protocols to lead and develop business negotiation processes in diverse international environments using adequately the protocols of private and state organizations.
Integral Logistics and International Trade (3 credits)
It provides the student with the ability to strategically analyze the supply of materials and components in different parts of the world, proposing integral solutions for location and transportation by evaluating different alternatives of channel intermediaries, optimizing costs and times without affecting the levels of service to the client; understanding the influence of the government on the flows of the global supply chain and examining opportunities for collaboration with third or fourth logistics parties.
Anthropology of Consumption (3 credits)
It aims to help understand the consumption process from the sociocultural meaning that products, services, experiences and ideas for the consumer play, considering the variables that influence consumer decision making.
Digital Marketing and Strategic Communication (3 credits)
It aims to facilitate the analysis of the role of Marketing in the structure of electronic commerce and the potential to reach global markets through digital communication scenarios.
Innovation of Products and Services (3 credits)
It aims to develop analytical skills to pose problems and questions associated with the relationship of entrepreneurship to socio-economic development and the management of organizations, to build, from these skills, concrete proposals that favor the work of the entrepreneur as manager of new companies or as dynamic of new business units in existing organizations.
Development of Management Competencies and Senior Management Models (3 credits)
It allows students to acquire the skills of a senior management, to meet the demands of the market and institutional commitments in order to expand the commercial and marketing objectives.
Methods, Techniques and Data Intelligence (3 credits)
It seeks for students to acquire the ability to analyze data for the appropriate and strategic interpretation of information.
Financial Management Applied to Global Marketing (3 credits)
Seeks students to acquire adequate knowledge of the basic variables that influence when making financial decisions, assessing the various assets that the company can acquire that will increase value to society.

Transversal Study Units (16 Credits)
The transversal training block corresponds to the modules that promote the transversal competences of postgraduate training at the EAN University; Among the transversal competences, managerial competences, entrepreneurial skills and research competences are highlighted from a concept of applied research developed by professionals linked to the different master’s programs offered by the University. In the case of the Master in Global Marketing, the transversal training block corresponds to three study units of three (3) credits each for a total of nine (9) credits, as well as two additional units, namely seminar of research (3 credits) and the Project of degree (4 credits) that add seven (7) credits, for a total of sixteen (16) transversal credits.

The transversal study units correspond to: Strategic Thinking and Global Management, Business Initiative and Development, Business Ethics and Sustainability, Research Seminar and Degree Project.

Strategic thinking and global management (3 credits)
It aims to develop management skills related to: communication, planning and management, teamwork, strategic action, globalization and human talent management. Consequently, topics such as systemic thinking, competitive strategy, models of strategic analysis, analysis of resources and capabilities, creation of sustainable competitive advantages, globalization and competitiveness and development of strategic thinking are studied.
Business initiative and development (3 credits)
identification and exploitation of project and business opportunities that generate organizational and social impact, executing them with a high orientation towards achievement, innovation, vision, autonomy, and sensitivity to the context. As a result, aspects such as business opportunities and business models are developed, the business plan as a tool for business initiative and development, the sources of resources and opportunities for entrepreneurship.
Business ethics and sustainability (3 credits)
It is focused on the understanding of the regulatory framework of social responsibility actions at the national, supra-national and international levels and aims to develop a responsible, cooperative and supportive attitude that allows the graduate student to assume the social commitment that comes with their professional practice ; and consolidate a solid humanistic education guided by the principles that underlie the Mission and Vision of the EAN University.
Research Seminar (3 credits) and Degree Work (4 credits)
Their purpose is to develop the investigative competences of the students of the master’s degree and to provide instruments and strategies that promote the applied research initiatives and the processes of transfer and application of the theoretical developments on international business. These units constitute the basis and support for the development of the degree project that is designed to guarantee a constant flow of knowledge and experiences, always under a context of application to companies, in both ways: knowledge, experiences and difficulties of the company to the academy, and from the academy to the company the theoretical developments, the advances of the knowledge and the alternatives of solution to face the difficulties and problems of the company. This aims to be a differentiating element that facilitates a dynamics of mobilization of the theoretical principles for its application in practical situations in the company and in the opposite direction, facilitating the analysis of the real problems of the company from a scientific conception to take advantage of these experiences and enable the systematization to facilitate the contrast between theory and practice in a permanent way.

Elective Study Units (9 Credits)

These study units are focused on providing a context of specificity to the Master’s program, in accordance with the interests of the professional and / or the needs of the company or business sector in which the future Master’s degree will perform. The block consists of three units, of three (3) credits each, for a total of nine (9) academic credits.

The elective study units are structured around topics of interest and current affairs. They can be changed according to the needs and expectations of the students, the needs of the organizations and the natural evolution and change in the disciplines.

Additionally, students may freely choose among the study units offered by other Master’s programs, those that meet their interests and needs.

NOTE 1: It is recommended that the student have a level B1, or preferably B2, to take at least two units of study in English.

NOTE: the opening of the electives is subject to a minimum number of students. The EAN University reserves the right to suspend or postpone the start of any of the programs, depending on the response it obtains from the interested parties to the call, as it reserves the right to make modifications to the study plans, focus methodological and teaching cloister.

The academic activities of the program that he / she studies will be able to incorporate materials and readings in other languages ​​and it will be the responsibility of the student to achieve the understanding of them.

Data of interest
99% of our professors have a Master’s degree and 20% of our professors have a Doctorate.

The average salary of our masters graduates is $ 6,164,145.

Source: MIDE 2017

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